4 Great Ways to Use Google Analytics to Track Performance

Hopscotch Analytics | Disruptive Advertising
January 21, 2016 By Analytics

Performance tracking is critical to the success of any marketing campaign. Additionally, without performance tracking, you don’t know whether or not your marketing campaigns are even working effectively.

Ultimately, there’s no better way to defend, optimize, or create a marketing campaign than with proof and numbers to back it up. And that’s where Google Analytics comes in.

At Loud Rumor, we always use Google Analytics to track these 4 things:

1. Track Who Your Site Brings In

It’s so important to keep tabs on the audience that is coming to your site. Depending on your target market, you may realize that certain campaigns don’t actually bring in your ideal client.

So, Analytics is a great place to compare the audience you think you attract with the audience you actually attract.

In Google Analytics, you can see this data in the Audience overview section of Analytics. Here you can see how many visitors are new or returning, the average session length, their age and gender, and more:

Google Analytics Audience Overview | Disruptive Advertising

So, if you notice that a recent change to your website or a certain campaign seems to attract people who aren’t your ideal customer and don’t convert, this is a great place to show that a change might be needed (if Analytics is a relatively new platform to you, here’s a simple guide that breaks down each section).

2. Track the Success of Content Creation

If you have a blog (which you should!), then this part is crucial. The last thing a business wants is to invest in awesome but time-consuming content creation just for it to go unnoticed.

Google Analytics allows marketers to track how many people visit each blog article, what the bounce rate is, and so on. Ultimately, this tells you which content pieces perform better than others.

In Analytics, you’ll go to Behavior > Site content > All pages:

Google Analytics Site Content | Disruptive Advertising

So here we can see that the article “Pros and Cons to Having Your Business on Yelp” got the most traffic and views – it’s the only blog title that shows up in the first 8 pages; it’s a top performer over other articles on the site.

This tells marketers that this would be a good article to invest in so that it gets even more exposure (social promotion, etc.).

3. Track Your Social Media Efforts

A social media presence is a must for businesses nowadays. In fact, 80% of users prefer to connect with brands on Facebook.

That’s a huge portion of consumers. So, it’s important to track your social media efforts and Google Analytics is a great place to do that.

This can be found under Acquisition > All Traffic > Channels > Social.

Here, businesses can see where the majority of their social traffic comes from so that they know where to allocate marketing spend, where to invest the most time, etc. For example, most of your social traffic might come from LinkedIn even though you are primarily investing in Facebook or vise versa.

4. Track User Behavior On Your Site

So, at this point you’re tracking the visitors that come to your site and which outlets they come from most frequently (including content and social). Now it’s important to track what they do once they’re on your site. That’s where behavior flow comes in.

Behavior flow shows marketers a user’s actual path when they’re on their website. This is a great way to detail where people aren’t converting or where they are.

For instance, you can see where people click most once they arrive on your site or how many people “drop off” from a certain page.

Here’s a behavior flow example:

Google Analytics Behavior Flow | Disruptive Advertising

Here you can see that for the blog, there was a 22.7% drop-off rate.

A drop off is when someone ends their navigation through your site. So, if this percentage of people leave the site once they visit the blog, it’s a good idea to think of a way to make them stay. Each blog article should take them somewhere else—to a guide download, a case study, a video they can watch, the list goes on.

Your end goal, though, is for the visitor to convert somewhere. That might be at the contact page, so you may want to incorporate more ways to lure your audience there from the blog.

Conclusion

Google Analytics is a great place to track the effectiveness of your marketing campaigns. Without good data, you’re essentially running blind, so it’s worth putting in the time and effort to set up your tracking properly and then learn from your data.

What other ways do you use Google Analytics to track your marketing performance? Let me know in the comments below!

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Mike is the founder and CEO of Loud Rumor, an online advertising agency that helps small businesses grow with AdWords management, Facebook advertising, YouTube advertising, Local SEO, and more! He loves time with his family, mob films, and all things basketball.

11 Comments

  • Mansi Rana says:

    Very informative post Mike! Tracking user behavior is very important. We must have close eye on every aspect of users such as which pages they visit most, page stay duration etc.

    Keep Posting, I will surely be back once you will update 🙂

  • Hello! I just would like to give a huge thumbs up for the wonderful info you have here  on this post.
    I will definitely keep in mind your suggestion and will track aspects of users to track the performance.

  • Thanks for sharing Mike! What a perkful information for Google Analytics! Keep it up! I am eager to read your future posts!

  • Naveen Kumar says:

    This is very informative, I like it very much as you have described in a good manner.
    Could you please post one more blog based latest on page optimization techniques?

  • Frank says:

    Mike! How do you control the bot traffic in google analytics?

  • Martin Brendan says:

    It is a very advantageous post for me. I’ve enjoyed reading the post. It is very supportive and useful post. I would like to visit the post once more its valuable content. Thanks for sharing the great information. Good Luck!

  • Jitudan Gadhavi says:

    Hello Mike Arce. Great Post, Thanks for sharing necessary information with us. It’s very important to know the ways of Google Analytics.

  • Viren says:

    Hi mike, thanks for such a valuable post, this is very helpful for me.

  • hello Mike Arce
    Nice, Thanks for giving this precious information related Google Tracking and kindly write a blog regarding Facebook conversion tracking through google analytic. thank you

  • Deepak Bhardwaj says:

    Google analytics is one of the most important part of any digital marketing strategy. Its very important keep track of data and analyse for further improvements in marketing plan. Thanks for the informative post.

  • Google analytics is the best tracker which track whole sites.

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